USPS: Direct mail loses volume but retains marketer loyalty

Washington, D.C.—While the volume of advertising mail continues to fall, advertisers are retaining their commitment to the channel, according to a newly released U.S. Postal Service report.

The 410-page report, “Household Diary Study for FY 2008,” features a 20-year analysis of mail flows and marketplace changes. It found that advertising mail volume declined to 99.6 billion pieces in 2008, down 5.2% from 105.1 billion pieces in 2006.

However, advertising spending on direct mail in that period fell just 1%, compared with a 7.9% falloff in TV ad dollars, a 6% ad drop for magazines and a 15.1% ad decline for newspapers. Direct mail commanded a 22% share of total advertising expenditures in 2008, rising almost continuously from an 18% share in 1990.